00:00For American social media video editor Cindy Gu, a journey to South Korea started with K-pop and led her
00:07all the way to a skin care clinic in Seoul.
00:10Yes, so I started from K-pop, the music, then I started going to dramas, then variety shows, then the
00:16culture and the food, and then to beauty treatments.
00:19So it kind of like slowly linked to everything else and even to me coming here.
00:24From global acts like Blackpink to hit dramas and viral trends, South Korea's cultural influence is now helping drive a
00:30different kind of tourism, focused on beauty.
00:34A growing number of foreign visitors are traveling here not just for sightseeing, but for skin care and aesthetic treatments,
00:41part of the country's booming K-beauty industry.
00:45During her visit, Gu chose a non-invasive laser procedure at a clinic in Seoul's upscale Gangnam district.
00:51I like that there's a variety of K-beauty treatments in general that are not even offered in the U
00:57.S., and that it is like two or three times cheaper here than the U.S.
01:02Clinics say lower prices, advanced techniques, and multilingual services are attracting international clients, many of whom schedule multiple procedures in
01:12a single trip.
01:13Dubai-based Mexican consultant Maria Zhu first visited Seoul almost a decade ago for its cafes and parks.
01:21But on her latest trip, she spent much of her time in skin care clinics.
01:25I just think Korea is doing a really great job in many areas, not only in skin care, but it
01:30shows us a community that you guys work really hard, but we feel safe coming to this country for our
01:37face.
01:37You know, it's not, we're not going to put our beauty just in any hands. It has to be in
01:41the best hands.
01:41Industry professionals point to both affordability and expertise as key drivers.
01:48Lee Serin is director of aesthetic dermatology at a clinic in Gangnam.
01:52Korean doctors' technical expertise is markedly superior compared to many other countries.
01:57When they receive procedures in Korea, the results and effectiveness are noticeably different from what they experience in the U
02:05.S. or Japan.
02:07So while Korea has price competitiveness, I believe it is also highly competitive in terms of medical technique and expertise.
02:15South Korea has long been known for plastic surgery, but demand is shifting toward less invasive treatments, including laser therapy,
02:23Botox and ultrasound skin lifting.
02:26Last year, more than 2 million foreign patients visited South Korea for medical treatment, nearly double the number recorded a
02:34decade ago.
02:34That's according to South Korea's health ministry.
02:37Analysts like Kim Ji-yong at Shinhan Bank Security say the trend reflects a broader shift in tourism.
02:44Recently, the concept of inbound tourism to Korea has shifted toward enjoying the Korean lifestyle.
02:50Within that trend, there is strong interest in K-beauty, and demand for combining travel with dermatological procedures has emerged
02:56as a key form of content.
02:58Therefore, we expect medical tourism demand centered on dermatology clinics to continue growing.
03:03On social media, hashtags such as Korea Glow Up have helped promote the idea of traveling to South Korea for
03:10beauty treatments,
03:11with clinics in Gangnam and elsewhere becoming part of the tourist trail.
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